Inside Look TV producer Aprilanne Hurley shares her insider’s guide to delivering the right size video to the right audience. With approximately 72 hours of video being uploaded every minute on YouTube, and over 4 billion hours of video being watched each month on YouTube, to say the competition is fierce…is an understatement.
# 1 – Timing is everything: Research shows, that completion rate is close to 90% with a 30 second video, however it drops to just over 50% when the video is 2 minutes.
When producing videos for the Internet, while you may be tempted to throw everything you have on a topic into one “documentary” style video, try breaking the content up into multiple shorter videos and creating a playlist on YouTube with them.
Take Away: People love video, which makes it a great medium to get your message out. Keep your productions short and to the point. Break up longer videos into shorter “parts” to get the most out of your video production investment.
# 2 – Front-Load Your ”Call to Action:” This tip may seem counter-intuitive, after all, most times we create our message to build up to the finale, and crescendo with a fabulously crafted “call to action.” However, think about it. If your video is longer than 2 minutes and approximately 50% of the viewers are cutting out half way through they may never “get” the message you are aiming to deliver. Naturally, there are exceptions to this, especially if your video is fast paced and short – say about 60 seconds or a minute and a half. Also, use your judgment, if you are promoting a special savings on a product or service – “front-loading” the call to action makes sense. If you are producing a corporate video with a more subtle message or are introducing more about the company and it’s people, services, products, etc. – having your “call to action” in the beginning could seem too pushy and out of place.
Take Away: Again, keep your videos short and dynamic, and make sure your most important people, messages, etc. are up-front so the viewer get’s your message as early into the production as possible. Naturally, use your best judgement as there will be certain situations (especially with quick, shorter videos) – wherein you can have the “call to action” at the end and it will make perfect sense and be successful.
# 3 – Aim to Deliver the Human Touch: You know yourself, if you had a choice between watching a video with a dynamic person delivering fresh content or a staged voice-over with images – the look and feel of having a “live” person tell the story is more captivating. This is not to say I am promoting a video only consisting of “talking heads,” which is a topic we will cover at length in the future. Research shows people will stay with a video longer if they can make a personal connection with the presenter. Try to avoid teleprompter deliveries (unless it’s news) and keep your viewers engaged by keeping the imagery moving to “show” what the on-camera speaker/talent is saying for optimal video presentation and engagement.
Take Away: Keep your content fresh, exciting and relevant. Videos depicting real, natural people telling a genuine story will always be your best bet.
About the Author:
Aprilanne Hurley is the series creator and producer of California Living - California’s original lifestyle magazine TV now in its 8th season airing on broadcast television featuring California’s trends in food, travel and healthy living. As the managing partner of Inside Look TV, Hurley has produced scores of TV commercials, web videos, and PSA’s (public service announcements) for clients. A pioneer in the health entertainment field, Hurley’s healthy living content has been made available in millions of television viewing households. On the health scene, Aprilanne Hurley is a Certified Specialist in Fitness Nutrition and author of The Party Girl Diet. Hurley’s on-camera credits include live appearances on ABC, CBS, NBC, and FOX to discuss her revolutionary, healthy new diet and lifestyle that lets you “keep the party going…while you lose the weight.”
Contact Aprilanne Hurley @ 415.209.0722.